Content that builds a brand is about creating trust and connection — like relatable videos, storytelling, or fitness tips that make people remember Sousa. Content that drives a purchase is more direct — it highlights the product benefits, shows how it solves a problem, and gives a clear reason to buy.

I’d create a short POV-style reel using AI visuals: “POV: You’re tired after a workout but don’t want to carry protein + electrolytes separately” I’d use AI-generated or stock gym clips showing someone finishing a workout and looking tired, then show them choosing Sousa as an easy all-in-one solution. Add simple on-screen text like “20g protein + hydration in one” with a clean voiceover. Why: POV and relatable fitness content performs really well, and using AI helps create quick, consistent content while still clearly showing the product’s benefit in a simple and engaging way.

I’d focus on three things: content, trends, and engagement. I’d create relatable fitness content (like workout clips, tips, POV videos), follow trending formats on Instagram and TikTok, and actively reply to comments and messages to build a community. I’d also study what’s already working in the niche and stay consistent with posting.